Objectives

  • Improve overall aesthetic for a more engaging brand story
  • Improve overall site architecture and navigation for a stronger user experience
  • Create a more dynamic product and service story through content relationships
  • Reorganize and expand current blog for enhanced search and browse-ability
  • Drive lead generation through a more conversion-focused design
  • Implement a fully responsive solution backed by WordPress CMS
Phase 1

Prototyping

The Softlanding website was strong on branding and content. Where it needed help was navigation – the primary menu was bogged down with dozens of drop-down options and unclear language. The paths to conversion didn’t stand out, which was a barrier for potential customers.

Our focus for this website redesign project was all about improving the navigation for a stronger user experience. We wanted to reduce the text-heavy main menu, boost the functionality of the footer menu, and increase the contact CTAs. At the same time, we needed to add more opportunities for lateral movement between related content, to move potential customers toward conversion.

Home Page Design
Phase 2

Style Concepts

Softlanding already had well-known branding. We used their existing palette of reds and greys, creating pixelated accents and backgrounds to give the site a fresh and unique feel. Each page now features bigger images and more white space, creating a more inviting experience. The Case Studies and Blog pages in particular have stronger visual stories.

Style Tile
Phase 3

Bringing it all together

The new Softlanding website is has clear visitor paths for potential and existing customers. The main menu still helps users locate the same information, but the navigation is easier after grouping content into a cleaner architecture. Visitors who are viewing their expertise are shown related services and resources from the Softlanding blog. The blog itself, with its useful articles and whitepapers, has improved filtering for better browsing.